Benetton's Global Campaign to Support Birima

United Colors of Benetton launched a global campaign in support of Birima, a micro-lending program based in Senegal.

It seems micro-lending, or micro-credit programs, is suddenly becoming ubiquitous and trendy as it is increasingly tied to big companies (in this case Italian clothing retailers Benetton) or celebrities. But that is not necessarily a bad thing for micro-credit programs.

These enterprises make small loans available to poor people looking to start their own businesses, thereby enabling them to become self-sufficient and to get out of the vicious circle of poverty.

Hopefully, this increased exposure will help these programs grow and become more effective in their mission of delivering loans and some much needed hope to poor and working people.